Smartphone Penetration Among 18-34-Year-Olds Tops 90%, comScore Says
Smartphone penetration among U.S. consumers ages 18-34 was “solidly above 90 percent” at the end of 2015, a comScore cross-platform report said. Penetration is highest in the 18-24-year-old bracket, growing from 90 percent in December 2014 to 94 percent at…
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the end of 2015, comScore said last week. Overall smartphone penetration hit 79 percent at the end of 2015, “finally showing signs of slowing growth as the market nears saturation,” comScore said. Among operating systems, iOS gained a point in 2015 versus 2014, representing 43 percent of the U.S. market, while Android held steady at 53 percent. The industry research firm expects iPhone 6/6S models to surpass iPhone 5/5S/5C models among U.S. users this year. Despite fewer U.S. cable households, the average amount of TV viewing per household rose in Q4 by 7 percent over Q4 2014, comScore said, citing a broader selection of viewing options that appeal to a “wider array of tastes.” Total quarterly live household viewing hours rose 7.3 percent to 1,004, it said. Cable VOD viewing time during Q1-Q3 was 7.1 percent transactional on demand, 31.2 percent subscription VOD and 61.7 percent free on demand, comScore said. Most growth in cable VOD is coming from subscription services such as HBO and Showtime, comScore said.